99 Osgood Place
San Francisco, CA 94133
415/743-9990
http://www.dwellmag.com
Dwell, a bimonthly magazine launching this summer, will focus on the experience of modern living and making it attainable - not only for the experienced interior designer or
architect, but for the average reader. Unlike a trade magazine that may speak to a specialized audience, Dwell is looking for a broader reach. There's no technical language here,
and definitely a focus on the aesthetic beauty of the home. Dwell strives to make the space look "lived in," but still "gorgeous." The first issue-September/October-will be on
newsstands in late July with an expected circulation of 50,000.
Contact
Allison Arieff
Senior Editor
[email protected]
Fax:
415/743-9970
Email is the first choice, but faxes might make it to her desk.
Pitch Tips
Arieff isn't interested in any articles focusing on celebrity homes. "This isn't Style," she says, noting that she's tired of seeing Elizabeth Taylor or Demi Moore's home.
Dwell hopes to show more in the way of day-to-day living. "It's unique in that we're very interested in how people live in their homes," Arieff says.
Arieff stresses that although Dwell focuses on a broad range of topics, press releases and pitches should be related to "modern design. No Victorians," she says. For example,
each issue will feature three stories on "individual residences with interesting, beautiful design." But once again, Arieff points out that the design must be modern.
Dwell also looks for practical tips (such as an article in the first issue that reviews dishwashers), but she wants tips to be "edgier, hipper" than any sort of Consumer
Reports advice.
Comments
"It's not like 'This Old House.' It's more inspirational - try to have a sense of humor."
Story ideas will focus on anything from finding to building to designing a home - for example, working with an architect, shopping for a house, understanding floor plans, or
living as an adult in the house you were raised in. "Any experience related to home (is relevant)," Arieff says.
Arieff is currently looking for tips or story ideas on "cool examples of modern architecture" around the country, such as renovations of space in old buildings or apartment
complexes. Dwell is planning an article that will try to prove that modern architecture does exist outside of L.A., she says.